Exploring the Interplay of Product Attributes, CEO Brand Image and Purchase Intention in the Cosmetic Industry: A Comprehensive Review

The cosmetics industry is highly competitive, with consumer purchase intentions influenced by both tangible attributes, such as product quality, and intangible factors, such as CEO branding. This study explores the interplay between product attributes and CEO brand image, emphasizing the role of mediating factors such as perceived quality, brand image, and information search behavior. By utilizing the Social Cognitive Theory (SCT) and Cue Utilization Theory (CUT), the research provides insights into how intrinsic (e.g., product features) and extrinsic (e.g., branding) cues shape consumer decisions. Case studies of successful Malaysian CEOs, including Naeemah Abdul Rahman of Nurraysa, highlight how personal branding aligned with ethical and cultural values drives loyalty and trust. The findings offer a comprehensive framework for understanding consumer behavior and provide actionable strategies for marketers to enhance engagement and differentiation in a saturated market. Practical implications include leveraging emerging technologies, such as augmented reality, to complement branding strategies and improve consumer experience. Future research should address regional and cultural nuances and explore the long-term impacts of CEO branding on customer loyalty and brand equity.